Planning
Implementation
Ongoing Follow-Through and Tracking

Why gather research? Basically, to aid us in making business decisions which are not clear cut without the research. It is always necessary? No. Sometimes the client has sufficient current data for us to use without adding more research onto the pile. Other times, a company may be willing to dive in and try to sell something, rather than research if it is sellable. Research can be scientific, including hundreds of responses, or it can be a very informal process of gathering opinions from trusted sources.

START Marketing can provide many kinds of research, and we will only recommend those components necessary to support specific decisions:

• Competitive research – To compare product information, pricing, company information (if publicly available).
• Industry research – To identify new industry developments – looking at suppliers and distributors, and clients to see how new technologies will affect your product line.
• Target market research – To find types of individuals / companies who most need your products and services – through focus groups, telephone surveys, e-mail surveys, mail surveys, or one-on-one interviews
• Existing client research – Involves contacting your clients help identify (more objectively) your company's strengths and weaknesses
• Mystery Shopping – This is available for clients seeking internal reviews, or greater information on competitors.
• Product Research – Involves testing the quality of a product or service offering on a group of customers before investing heavily in production.
• Creative Research – Involves testing an advertising concept before executing the concept.